Innovation Strategy for Developing Herbal Medicine Products and Traditional Medical Tourism in Rural Areas

The diversification of the business sector in Bali, particularly in the development of herbal medicinal products and traditional medical tourism, is essential for reducing the region's dependence on the tourism industry. This study aims to identify the strengths, weaknesses, opportunities, and threats faced by Catur Village, Kintamani, Bangli Regency in its efforts to develop these sectors. The research utilizes qualitative data, primarily gathered through interviews with key informants. SWOT analysis, encompassing both internal and external factors, was employed to analyze the data. The findings suggest that an aggressive expansion strategy, focused on community participation, the enhancement of herbal and traditional medical tourism products, and the implementation of digital marketing, is necessary for the village's sustainable development.